The Legal Marketing Association’s 40th Annual Conference (LMA25) delivered a clear message: the legal marketing profession is undergoing rapid transformation, and success now depends on deeper alignment with attorneys, smarter business development strategies, and more sophisticated use of data and technology to demonstrate value of investment (VOI). Throughout the conference, speakers emphasized empathy, customization, accountability, and innovation as essential traits for today’s legal marketing leaders.
LMA25 underscored that modern legal marketing goes far beyond tactics and tools. Marketing and business development professionals are increasingly expected to act as strategic partners—professionals who understand lawyers’ pressures, speak their language, and help translate firm goals into actionable plans. Across multiple sessions, attendees gained practical insights into how marketing teams can drive measurable growth while strengthening internal relationships and collaboration.
Building a Strong Business Development Mindset
One recurring theme was the importance of cultivating a business development mindset among attorneys. Speakers stressed that meaningful progress in BD begins with understanding lawyers’ challenges and motivations. Rather than pushing prepackaged solutions, marketing professionals were encouraged to focus on identifying core problems and framing strategies in ways that resonate with individual attorneys and practice groups.
Presenters highlighted the value of defining success using both qualitative and quantitative metrics, particularly in the early stages of new initiatives. Reducing friction, offering pilot programs, and tailoring approaches to different personalities and practices were repeatedly cited as effective ways to increase buy-in. Deep knowledge of a firm’s attorneys, services, and client base was also identified as essential for supporting cross-selling efforts and strengthening institutional client relationships.
Coaching as a Driver of Revenue Growth
Another key takeaway from LMA25 was the growing role of coaching in business development. Rather than relying on generic BD plans, speakers advocated for personalized coaching strategies that align with individual attorneys’ strengths, motivations, and working styles. Effective coaching was described as collaborative and equity-focused, helping lawyers reflect on relationships, set realistic goals, and take consistent, achievable steps toward growth.
By applying brain-based coaching techniques and fostering a mentor-style approach, BD professionals can build trust and encourage long-term engagement. Small, incremental wins were emphasized as a powerful way to build momentum and confidence, particularly for attorneys who may be hesitant or constrained by their environment.
Measuring Event Success Through VOI
Sessions on legal marketing events challenged traditional notions of return on investment. Panelists argued that success should be measured not by attendance numbers, but by the quality of connections, engagement, and follow-up opportunities generated. Clear goal-setting, strategic guest selection, and thoughtful relationship-building were positioned as critical components of event success.
Technology and artificial intelligence were highlighted as valuable tools for streamlining event logistics, capturing insights, and supporting post-event follow-up. Regular evaluation and refinement of event strategies were encouraged to ensure alignment with broader firm objectives.
Preparing for the Future of Legal Business Development
In closing sessions, speakers reinforced that relationship-building remains the foundation of effective business development. Proactive engagement with attorneys, thoughtful use of technology, and strong data storytelling were identified as ways to scale impact without increasing resources. By modeling collaborative behaviors and sharing insights across teams, legal marketing professionals can position themselves as indispensable partners in an increasingly competitive legal marketplace.
Overall, LMA25 demonstrated that the future of legal marketing lies at the intersection of strategy, empathy, coaching, and data-driven decision-making—skills that will define the next generation of marketing and BD leadership.